Is Your Logo Missing the Mark? 4 Ways to Tell

By Keith Curreri on July 02, 2018

When done correctly, your logo becomes synonymous with your brand. Just by reading the names FedEx or Coca-Cola, you can immediately picture their logos in your mind, right? While your company’s logo may not be as universally known as what these massive brands have to offer, your logo should still be fairly recognizable and easy to decipher. Not sure if this is the case? Here are a few signs that your logo is missing the mark:

You don’t know your audience

You may love the way your logo looks, but if it’s not speaking to both your brand and your audience, then you’re doing yourself a disservice by using it. For example, if you’ve got a fun, cheerful brand and are utilizing a logo that’s dark and moody, the image will miss the mark and you’ll end up failing to attract your ideal customer. Think about the people you’d like to work with if you could pick and choose. What would attract them to your brand? What do they want to see when they look at your logo? You should also think about the types of adjectives you’d use to describe your brand. If these adjectives aren’t a suitable description for your current logo, too, it’s time for some adjustments.

It doesn’t look good in black and white

In most cases you’ll be able to print your logo in color, but sometimes there will be a situation where you’ll need to display it in black and white. Make sure that the image comes across well in both scenarios. You’ll also want to consider your color choices carefully, as colors have their own meaning. For example, blue is calm and soothing. Yellow is hopeful and energetic. Choose carefully.

It takes too long to understand

Logos should be easy to understand right away, and shouldn’t require a fine arts degree in order to interpret them properly. If a potential customer has to sit and think for several minutes before they understand what your company does, your logo needs to be tweaked. People are busy and don’t have time to try to decode the secret messages found within your logo. Keep it simple and straightforward.

It doesn’t look good across all platforms

Your logo needs to look good on paper, on a tablet, on a smartphone, and on a laptop. If it pops on paper but is barely decipherable on a smartphone, it’s time to go back to the drawing board.

Think it’s time to rework your brand’s logo? I’m here to provide guidance on this and other marketing issues! E-mail me today at Keith@BuckleUpStudios.com.